BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 1 SECONDARY MARKET RESEARCH FINDING INFORMATION ABOUT CONSUMERS, FIRMS, INDUSTRIES, AND ENVIRONMENT

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 2 Market Research Two types of market research –Secondary: Use of existing information compiled by someone else or generated from internal records (e.g., billing statements, shipping records) –Primary research: Research performed expressly to obtain information on customers and markets (e.g., surveys, experiments, focus groups) Secondary sources may not have sufficiently current and/or specific information. However, when these sources are available: –Costs are usually much lower –Information can be accessed much quickly

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 3 Some sources of secondary data: Internal records/information system Trade journals, magazines, and newspapers –Each industry usually has one or more trade journals— publications dealing with issues specific to this industry (e.g., Women’s Wear Daily, Air Cargo World, Ice Cream Reporter) –General business publications—e.g., Wall Street Journal, Business Week, Financial Times –General newspapers and magazines may address relevant issues –Reviews in consumer magazines of relevant product categories Government documents Compilations/reports (e.g., Economist Intelligence Unit reports on specific countries) Other data bases (e.g., Hoover’s, Business & Company Resource Center)

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 4 Logging into the Crocker Library Database System, Part 1

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 5 Logging into the Crocker Library Database System, Part 2

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 6 Logging into the Crocker Library Database System, Part 3

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 7 Logging into the Crocker Library Database System, Part 4

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 8 Industry Information: NAICS codes Taxonomy of North American industry structure Technically only for U.S., Canada, and Mexico but used internationally Hierarchical structure—the more digits, the more specific the industry Each six digit code may still cover a very wide range of products/services

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 9 Hierarchical Structure of NAICS Codes

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 10 Wide Span of Each NAICS Code

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 11 Finding NAICS codes on the U.S. Census Bureau Web Site This site is usually the first one that will show up if you Google the term “NAICS.”

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 12 NAICS Search Results

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 13 Industry Information: Business Insights: Essentials

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 14 Industry Info on Business Insights: Essentials

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 15 Industry Reports

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 16 Firm Listings: Business Insights: Essentials

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 17 McDonald’s

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 18 Subsidiaries

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 19 Profile: McDonald’s (U.S.)

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 20 Related Industry Reports

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 21 ABI/Inform: Periodical Search for Articles

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 22 Boolean Logic

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 23 AND: Both conditions have to be true ICE CREAM AND CARBOHYDRATE

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 24 OR: One or both conditions must be true DESSERT OR SNACK

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 25 AND NOT: The first but NOT the second condition must be true PRICING AND NOT FINANCE

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 26 The Search Form Note: In specifying searches, less is often more. You should avoid extraneous words that may have synonyms.

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 27 Other Search Types Location (country or region) Product name (but not company name) NAICS code (see below) Person name (e.g., the name of a company CEO)

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 28 Search Results

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 29 Subject Terms

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 30 “Snow Balling:” Using article records to find additional relevant articles

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 31 Lexis-Nexis Academic: Another Periodical Database

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 32 Searching in Lexis-Nexis

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 33 Specifying a Lexis-Nexis Search

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 34 Google News

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 35 WARC: Marketing Statistics, Trends, Research, and Case Studies

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 36 MarketResearch.com: Reports on Industries and Substantive Topics

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 37 MarketResearch.com: Part II

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 38 Mintel: Market Share and Product Category Information

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 39 e-Marketer: E-Commerce Studies, Statistics, and Case Studies

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 40 Finding Books The USC Libraries have the HOMER database of books However, Amazon.com may provide a more useful list: –Collaborative filtering: Comparison to what others who bought particular books bought –Expanded search algorithms to identify related topics In the second phase, HOMER can help retrieve those books we have in stock

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 41 Currency of Information Information on some topics becomes obsolete more quickly than others—e.g., –China, Russia, India, Thailand –Internet, IT –Oil, airlines (highly cyclical)

BUAD 307 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 42 Closing Words The only way to learn these searches is actual practice For many projects, you will need to search more broadly, possibly in related industries